Anna, I wanted to ask you about my marketing report. I'm not sure about it.
安娜，关于我的市场学报告，我有些问题想咨询一下你。我不太确定。
That's OK, Leo. So what do you have to do?
利奥，没问题，你需要做什么？
Choose a product or service then compare two organisations that produce it. I'm doing instant coffee.
我要选定某种产品或服务，然后比较两家生产机构。我做的是速溶咖啡。
But haven't you got a weekend job in a clothing store? Why didn't you choose clothing?
但你不是周末在一家服装店打工吗？为何不选服装？
That was my first thought, because I thought it'd give me some practical examples, but when I searched for men's clothing on the Internet, there were hardly any articles.
我最初的想法也是如此，因为我认为我能得到些实际应用的例子，但当我在网上搜索男装资料时，几乎没什么文章。
So then I looked for coffee and I found there were tons.
所以接着我搜索咖啡，发现了非常多的资料。
Yeah, there are so many brands on the market now. OK, so how much have you actually written?
对，市面上现在有很多品牌。好吧，那你实际上已经写了多少？
I've done part one, on economic and technological factors.
我写完第一部分了，内容是经济和技术因素。
I found some good data on technological changes - how in Australia fewer people are buying instant coffee because of cheap coffee percolators that they can use to make real coffee at home.
我在技术变革方面找到了些很好的资料：在澳大利亚，购买速溶咖啡的人越来越少了，因为有了便宜的郭律师咖啡壶，人们在家也可以自己泡真正的咖啡了。
But there's also a movement away from drinking coffee.
但同时也有戒饮咖啡的趋势。
Switching to things like herbal teas instead because they think it's healthier. But that's not really to do with technology, it's more cultural.
换成饮用草本茶，因为人们认为这更健康。但这其实和技术没太大关系，更偏向文化因素。
Anyway, for part two I'm comparing two instant coffee companies, Coffee Now and Shaffers, and I've made this table of products.
不管怎样，在第二部分中我比较了两家速溶咖啡公司，“来杯咖啡”和“沙福尔斯”，而且我还做了这张产品表。
Right. Let's see... So you've got the brand names, and prices and selling size, and descriptions.
好，让我看看……你有品牌名字，价格和销售规模，还有描述。
OK, the table looks good, you'll get marks for research there. Where will it go?
好，表格看起来不错，在这儿你能拿到相应的调研分数。表格放在哪儿？
In the section on the marketing mix, under "Product".
在“营销组合”部分，“产品”下面。
Not in the appendix? No.
不在附录里？不。
OK, but it's too factual on its own, you need to add some comment in that section about the implications of the figures.
好吧，但表格本身过多注重于事实了，你在这部分内容里得加些评论，说明这些数字都意味着什么。
Right. I'll do that. Now I want to say that I think that Shaffers is more of a follower than a leader in the coffee industry.
好，我会的。我想说，我认为“沙福尔斯”在咖啡行业里，更像个追随者，而不是领头羊。
Now, I'm putting that in the section on market share. Does that seem OK?
我打算把这一点放在市场份额那部分，你觉得行吗？
Let's see... So you've began by explaining what market share is, that's important, but you've got to be careful how you give that opinion.
让我想想……你先解释什么是市场份额，这很重要，但你得注意阐述观点的方式。
Do you think it should go in another section?
你认为这应该放在别的部分里吗？
Well, it's fine where it is, but you've got to back it up with some data or they'll say your report lacks weight.
放在这里没问题，但你得找些数据支持观点，要不然别人就会认为你的报告没有分量。
OK. One thing I'm worried about is finding anything original to say.
好。我担心的是要说些什么创新性的内容。
Well, since this is your first marketing report, you're not expected to go out and do interviews and things to collect your own data, you're just using published data.
由于这是你的第一份市场学报告，你不需要外出采访或做些别的调研来收集自己的数据，你用已出版的数据就行。
So the analysis you do might not throw up anything that people didn't know before.
所以，在你的分析里，很有可能不会出现人们此前不知道的新观点。
But the focus is more on how you handle the data.
但关键在于你怎样处理数据。
I mean, you might take something like a graph of sales directly from a website, but what makes your work original is the perspective you provide by your interpretation of it.
我是指，你可能在网页上直接找了个销售图表，但你对数据的理解，你的观点，才是为你的作业增添新意的地方。
Oh. You know, it's all so different from business studies assignments at school. It's really surprised me.
噢，这和学校里的商业研究作业有很大差别，我感到很吃惊。
What? How much research you have to do?
什么？你需要做多少调研工作？
I expected that. It's more... I knew exactly what I had to do to get a good grade at school.
这都在我预料之中。更像是……（以前）我知道我要做些什么才能在学校里得高分。
And I knew I'd be expected to go more deeply into things here, but I haven't got information on how the lecturer is going to grade my work - what he's looking for.
我明白，我应该更深入地谈谈，但我还不知道导师会怎么评判我的作业—他希望看到什么。